EUIPO: Counterfeits Cost Austria's Clothing Industry EUR 680 Million Annually

European Comparison

In an accompanying study, 13 percent of surveyed EU citizens stated that they had knowingly purchased counterfeit goods. Particularly striking is the figure among younger consumers: in the 15 to 24 age group, the share was 26 percent, twice as high as the overall average.

EUIPO attributes this development, among other factors, to the growth of e-commerce and the influence of social media. The Monday press release states verbatim: "Produktfälschungen sind weit verbreitet und werden durch die Ausweitung des elektronischen Handels und den Einfluss der sozialen Medien vorangetrieben".

Young Consumers in Focus

The authority also points out that counterfeits are not only an economic problem but can also pose risks for consumers. Counterfeit textiles and accessories frequently fail to meet European safety and quality standards, which can raise health concerns, particularly in the case of jewellery and watches.

For the Austrian fashion industry, this creates a dual pressure: on the one hand, local manufacturers compete with cheaper imitations; on the other, the shopping habits of younger target groups are changing, with consumers increasingly buying online and through social platforms. The study shows that it is precisely these channels that play a central role in the spread of counterfeits.

Political Reactions and Measures

EUIPO therefore calls for tougher action against online platforms that distribute counterfeit products. This includes measures to improve supply chain traceability as well as awareness campaigns highlighting the risks of counterfeit goods. Cooperation with national authorities and customs authorities is also considered a key component.

For the clothing and luxury goods industry in Austria, losses add up to a total of EUR 680 million annually. Measured by gross domestic product, this makes the Austrian market one of the more heavily affected markets within the EU, even if countries such as France and Italy record significantly higher losses in absolute terms.

The EU Intellectual Property Office's survey is based on a combination of consumer surveys, e-commerce data and economic modelling. The results regularly feed into political debates on the protection of intellectual property at EU level and serve as a basis for legislative initiatives in the area of trademark law and platform liability.